Today we’re going to talk about audience segmentation and how you can create a marketing funnel that caters to each stage of the buyer journey. You’ll learn about prospecting to new customers at the top of funnel, all the way down to dynamic retargeting at the bottom of the funnel.
By segmenting out audiences like this it allows you to optimise your paid social campaigns for maximum ROI… Which is what we’re all about at Campfire ??
Let’s get into it!
The Buyer Journey
First let’s cover what the buyer journey is, and how to classify which stage a specific user is in.
At any given time one your potential customers will fit into any of these three buckets. And depending on how far down the funnel they are, the more likely they are to purchase… Which is very important to us as marketers.
The awareness stage will be customers who are just being introduced to your business for the first time.
At this stage in the journey their intent to make a purchase decision will naturally be quite low. They’ve just met you, they’re not going to marry you on the first date ?
The consideration stage is anybody who has been introduced to your brand and they have shown some intent in the form of social media interactions, viewing specific product pages etc. They are learning more about your brand and your products, however at this stage the user still hasn’t completed a purchase.
The final stage of the buyer funnel is the decision phase, aka the purchase stage. At this point the user has been exposed to your brand, engaged with it and shopped around, now they are very close to making a purchase decision.
These users are people who have shown some strong purchase intent without completing the purchase e.g. Viewed specific page, added to cart, initiated checkout.
Using the Buyer Journey In Paid Social Campaigns
Top Of Funnel Prospecting
If you’re an ecommerce or lead generation business, this is where most of your advertising budget should be focussed. Especially if you’re looking to build on your existing customer base.
The main goal of any prospecting campaign should be to engage an audience who haven’t visited your site before, or at least for a certain amount of time. Once we’ve stopped the user with an advertisement and engaged them, we want to send these new users down the funnel & into the consideration phase.
Below are a list of audiences that you want to be using at this stage of the funnel. Ideally you’d like the audience sizes here to be fairly large, this will help when you are looking to scale up your ad spend.
If the audience size is too small, you’ll run out of prospects fairly quickly and your pipeline will run dry.
All website visitors (Specific time frame)
Page engagers (Specific time frame)
It is very important to add audience exclusions to make sure we are only advertising to people in the awareness stage of the funnel. Simply make a custom audience of website visitors and page engagers within a specific time frame and add as exclusions. The end result will be a campaign that allows you to advertise to a group of people who are likely to be interested in your product, but they’ve not engaged with your page or visited your site recently.
Middle Of Funnel
Depending on how expensive your product is you may need a longer or shorter middle of funnel strategy.
For ecom businesses such as fast fashion where the average order value is relatively low, there doesn’t need to be too much of a consideration phase. There is very little friction as long as the product and site are quality because the objection of price doesn’t really get in the way.
However, if you are selling some sort of info product for £2,000 for example, the consideration phase is going to be much longer, hence we’ll need more work to be done in the middle of the funnel.
Custom Audiences (Viewed 50% / 75% / 90% of specific video, users who’ve engaged with your page & posts)
All website visitors (specific time frame)
By using the audiences & exclusions above, you’ll be left with a group of people that have started to show some intent but they’re not quite in that consideration phase. If you are running an offer for a higher ticket item, here would be a good time to really drill down into the selling points of your item (How does the user benefit from purchasing your product). You could even look at running some testimonial ads to this group. Just anything that overcomes their objections and helps them to click through to your site.
Bottom Of Funnel
This is where you should be making the highest return on ad spend ? These ads are your classic retargeting campaigns to users who have shown a real purchase intent but not completed the sale.
There are a couple of campaign types that we’d recommend at this stage. The first being a standard website conversion campaign, and the second being dynamic retargeting with a catalogue sales campaign. *Click the link to learn how to set up dynamic retargeting
In terms of messaging at this stage you can be more direct and solely focussed on bringing in revenue. Examples of this can be flash sales, discounts/offers, testimonials, listing specific selling points (free shipping, next day delivery etc.).
If a user has got this far down the funnel, they are so close to making a purchase. Your job here is to nudge them over the edge with either an enticing offer, or to overcome their objections such as shipping times & cost.
Custom Audiences (viewed content, added to cart, initiated checkout)
We hope this guide to leveraging the buyer journey with paid social campaigns was helpful. If you’d like to learn more about Paid Social just visit our resources page here.